Time-Tested Jeep Brand Still Going Strong

Kelley Blue Book, the agency that produces the most popular reference for automobile resale values, recently announced its 2010 Best Resale Value award winners. One American auto brand stood above its peers.

Kelley predicts that Jeep's resale value will improve 2.8 percent in 2010, one of only two brands to post an increase and tops among all American automakers. President and CEO of the Jeep brand, said:

"The Jeep brand’s high resale value is a testament to a legendary, iconic brand that provides consumers an array of SUVs that deliver a unique blend of freedom and adventure, capability, best-in-class claims and value."

Despite its association with Chrysler, Jeep seems to have weathered -- as well as can be expected -- the recent automotive bloodbath. Though mired in the now unpopular, gas-guzzling SUV category, Jeep can boast a great deal of brand loyalty from longtime fans.

Recent Jeep ads have aimed squarely at promoting the brand's "lifestyle." The moody ads feature the tagline “I live. I ride. I am. Jeep.” and highlight how the Jeep brand is about being free and not tied down by the daily hamster wheel of regular life.

Some Chrysler Jeep dealers, however, don't agree with the brand building strategy and are clamoring for ads that "show the vehicles more and highlight features, price and available bargains" in order to rebuke competitors' claims and marketing campaigns.

Perhaps some Jeep dealers should brush up on the difference between branding and marketing. Apparently Jeep fans know the difference.